Provinciale Statenverkiezingen 2023
How do political campaigns target voters?
Methodology
In collaboration with Who Targets Me, we monitored over 900 Dutch political advertisers during the 2023 Provinciale Statenverkiezingen (Provincial elections) to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.
To better understand the regional election, we kept only advertisers who:
- Advertised in the last 7 days (February 27th - March 5th 2023)
- Advertised in the last 30 days (February 4th - March 5th 2023)
Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.
Topline Statistics
February 4th - March 5th 2023 (Last 30 days)
In total, political parties spend €236,055 and ran 3031 ad copies on Meta in this timeframe.
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
SP |
10 |
|
308 |
€45,778 |
PvdA |
22 |
|
295 |
€42,412 |
GroenLinks |
8 |
|
98 |
€37,103 |
CDA |
19 |
|
208 |
€19,874 |
Volt Nederland |
1 |
|
499 |
€17,099 |
FvD |
3 |
|
17 |
€16,921 |
VVD |
26 |
|
344 |
€16,444 |
PvdD |
9 |
|
191 |
€9,505 |
PVV |
6 |
|
36 |
€5,394 |
BVNL |
1 |
|
38 |
€4,536 |
Ja21 |
1 |
|
261 |
€4,150 |
ChristenUnie |
10 |
|
120 |
€3,626 |
DENK |
2 |
|
383 |
€3,474 |
50PLUS |
4 |
|
61 |
€3,395 |
D66 |
7 |
|
110 |
€2,605 |
SGP |
4 |
|
45 |
€1,993 |
Alliantie |
2 |
|
17 |
€1,746 |
February 27th - March 5th 2023 (Last 7 days)
In total, political parties spend €124,979 and ran 2181 ad copies on Meta in this timeframe.
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
GroenLinks |
6 |
|
73 |
€21,307 |
PvdA |
17 |
|
191 |
€20,703 |
CDA |
15 |
|
181 |
€13,997 |
Volt Nederland |
1 |
|
498 |
€12,219 |
SP |
8 |
|
156 |
€12,191 |
FvD |
2 |
|
10 |
€9,690 |
VVD |
20 |
|
275 |
€8,753 |
PvdD |
9 |
|
169 |
€8,524 |
BVNL |
1 |
|
29 |
€3,823 |
ChristenUnie |
10 |
|
90 |
€2,396 |
50PLUS |
4 |
|
39 |
€1,983 |
DENK |
2 |
|
249 |
€1,831 |
D66 |
6 |
|
46 |
€1,705 |
PVV |
3 |
|
18 |
€1,702 |
SGP |
4 |
|
35 |
€1,454 |
Ja21 |
1 |
|
110 |
€1,428 |
Alliantie |
1 |
|
12 |
€1,273 |
Spending per Targeting Criteria
How much did campaigns spend on different targeting methods?
February 4th - March 5th 2023 (Last 30 days)
Overall
By Party
February 27th - March 5th 2023 (Last 7 days)
Overall
By Party
Top Targeted Audiences
Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
Top Contested Audiences
Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
Age Targeting
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
Gender Targeting
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
Education Targeting
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
Job Targeting
February 4th - March 5th 2023 (Last 30 days)
February 27th - March 5th 2023 (Last 7 days)
